A Amplifica Digital was honored to receive as a guest the Thiago Soares, better known as Thigu, Customer Attraction Leader at the company IPNET Growth Partner. Our CEO, Eric Klein, had a productive conversation with him about the challenge of Marketing in B2B businesses, as well as how to assemble and manage diverse and inclusive teams.
You can also listen to this chat here on our podcast!
Currently, IPNET is one of the main partners of Google Cloud in Latin America, with more than 300 employees operating in Brazil, Chile and Mexico. Thigu coordinates all aspects of customer attraction and management within IPNET.
IPNET is a Premier Google partner both in terms of GCP and Google workspace, as well as Google Maps Platform. This partnership is more than 10 years old. The company is a specialist and is always available to solve the problems of any company in terms of cloud computing.
The conversation with Thigu was very fruitful, as he is not only interested in technology in marketing and sales, he is also a specialist in B2B digital marketing and has a specialization in management with diversity.
If you follow us, you know that these are our favorite subjects. Amplifica Digital!
What is the role of a Customer Attraction Leader?
Thigu claims that the Customer Attraction Leader is almost an invention of IPNET. The company sought to have a figure within the company that dealt with the customer within their journey from attraction, which is basically everything that attracts the customer, that is, the marketing done to attract the customer, to the outbound initiatives.
After attracting the customer and from the moment he signs a contract with the company, he becomes an obligation of the Customer Experience area, which will take care of the entire journey of that customer during his journey with the company.
Finally, the customer is referred to the team responsible for renewals, whose goal is to keep the company's cancellation rate at zero. This team not only evaluates the quality of the work performed so far by the team, considering the customer's experience, but also determines whether the service was delivered in a satisfactory and attractive way to allow the continuation of the partnership.
What are the marketing challenges for B2B companies?
When we talk about B2B business, we are dealing with a longer sales cycle and a whole construction of authority, which requires a little more sophistication based on data that is a little denser.
It is not just a creation of a desire generation process structure, as is usually the case with the B2C market, but a more rational decision-making process. In this sense, it is not possible to sell a box of gold solution, which makes the sales process much more difficult.
What is most important to generate value for B2B decision makers?
When there is a combination of platforms, strategic nutrition of working content for different stages of the sales funnel, it is important to think of strategies to attract and close deals with potential customers, in addition to creating strategies to keep your brand present in the mind of the lead.
At IPNET, demand generation works in five areas: brand, events division, content area, audiovisual area, media and performance area. This is because they believe that demand generation only reaches its fullness when it is fully integrated. This integration should be continuous and comprehensive, starting at the beginning of the process of establishing a well-defined brand.
In this system, the lead will not necessarily receive impact through a specific channel, but through well-crafted articles and/or an efficient inbound marketing strategy. Alternatively, it should be addressed by the outbound team. However, once the lead is located by your company and comes into contact with your brand, they will go through a process to ensure a complete experience.
In this way, this is the enchantment process that you can do so that your lead begins to think about hearing what your company wants to say, so that he truly understands that you are worthy of his attention. We're thinking here about primary attention, the kind you get when your emails are opened for weeks at a time. Finally, it is important to emphasize that there is no ready-made solution, each client has a specificity and will demand a different solution.
Content creation to impact B2B decision makers
IPNET has two content creation structures that go hand in hand for each type of solution. Because they think about the business of their leads, who can be non-technical or absolutely technical professionals.
The company has already realized that it is not possible to write the same type of content for these two audiences. Therefore, they began to create parallel trails. One for technical decision makers and one for non-technical decision makers.
It is important when creating this more technical content that experts in the field are consulted so as not to share incorrect information. Therefore, it is important to invest in an integration in the production of content for B2B companies.
How important is it to assemble and manage a diverse team?
The company is committed to diversity, as it believes that a team should be plural, with varied ages, behaviors, origins and experiences. They believe that it is almost impossible for a company without diversity to be able to have a general and more detailed view of the market. Since the market is not alien to the world, on the contrary, it is a microcosm of what we call society. Thus, the more plural the company's vision, the better it will see the demands of the market.
Thigu points out that taking diversity into account does not reduce the quality of technical and professional deliveries. The same technical subjects are treated, but the delivery of solutions always takes into account the experiences and diversity that the company has.
A Amplifica Digital wrote a text that points out the benefits of diversity for your company. If you want to know more about it, click on the image below!
This is just a summary of this very fruitful conversation, so you don't miss any details, listen to the episode on our podcast. We put the link at the beginning of the text, but to make it easier we will share it here too! 😉
